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Packard's Theory

Horizontales
Dishwashing soap companies appealed to this need by making women feel proud of their role
Reality TV cooking shows often appeal to this hidden need
A brand of wine linked to family tradition in Packards examples
A 1950s book that exposed psychological advertising strategies
A term for subconscious consumer desires targeted by marketers
This need is tied to cultural identity and nostalgia
Verticales
The author of "The Hidden Persuaders
This hidden need is about feeling safe and protected
Valentines Day ads often target this hidden need
Cake mix brands changed their recipe to allow consumers to feel this
Advertisements featuring celebrities appeal to this need